When Dong Yuhui was suspended due to the "Little Essay" controversy, Yu Minhong used the superb skills of an entrepreneur to pull Oriental Selection back from the edge of the cliff, which was on the verge of danger.
When Walking with Fai started airing, Oriental Selection once again entered into an orderly process. The incident related to the future direction of Oriental Selection did not seem to have much impact.
Although Dongfang Selection is on the right track, Yu Minhong still has not escaped the fate of experiencing a deep reshuffle in live streaming.
In fact, from the first day he founded Oriental Selection, Yu Minhong tried to create a live broadcast that was completely different from the previous live broadcasts.
Whether it is a self-built supply chain, a self-built app, or even a multi-platform live broadcast, we can see that Yu Minhong has broken and reshaped the traditional live broadcast model time and time again.
However, even so, Oriental Selection has still entered the dead end that previous live broadcasts will inevitably lead to.
only acts as a transfer station for traffic, and only acts as a pioneer in e-commerce, but it does not really influence and change the traditional model from the inside. In the end, live streaming has begun to enter a new era that should have entered a long time ago. In the process of shuffling.
Although Yu Minhong has long hoped to transform live streaming to bring goods, and although Yu Minhong no longer uses traditional logic to define Dongfang Selection, he still falls into the cliché of live streaming to bring goods.
It has to be said that this is Yu Minhong’s inevitable fate.
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reviews the birth process of Oriental Selection. It is not difficult to see that Yu Minhong made a strategic decision when New Oriental encountered a life-and-death moment.
However, when Yu Minhong entered the field of live streaming, it was not the best.
At that time, live streaming had already passed its dividend period and had already passed its most rapid development moment.
Whether it is the problems of Wei Ya, Li Jiaqi, or Luo Yonghao’s fading out, we can all see that live streaming is no longer the wild growth.
However, it was at this moment that Yu Minhong entered the red sea of live streaming with the mission of saving New Oriental.
What is certain is that if Yu Minhong wants to make a difference in the field of live streaming, he must no longer simply copy the traditional live streaming model, but needs to create a new model of live streaming.
So, we saw Oriental Selection’s self-built supply chain;
So, we saw Oriental Selection’s self-built app;
So, we saw Oriental Selection’s multi-platform live broadcast.
It can be said that Yu Minhong tried to adapt to the changes in the live streaming market in his own way, and continued to make gold on such a track by creating a new model of live streaming.
Facts have proved that Yu Minhong’s choice was correct.
We can see some clues from the strong rise of Dongfang Selection.
It can be said that the rise of Oriental Selection is not just the victory of Dong Yuhui’s popularity, it also shows us the victory of Oriental Selection in choosing a new live broadcast delivery model.
For Yu Minhong, as long as it develops according to such a logic, Oriental Selection will inevitably begin to show a completely different competitive advantage from other live streaming players. With the amplification of such a competitive advantage, Oriental Selection will inevitably lead It will even lead the development of live streaming in the future.
However, Yu Minhong did not want to build Oriental Selection according to traditional logic, but Oriental Selection has embarked on a development path that he did not want to see.
Dong Yuhui’s popularity is proof.
In fact, according to Yu Minhong’s logic, Oriental Selection is not a company that just relies on the existence of one Internet celebrity, but an existence supported by many different Internet celebrities.
It is fundamentally different from the models of Wei Ya, Li Jiaqi, and Luo Yonghao.
Only in this way can Dongfang Selection avoid falling into the vicious circle that the previous live broadcasts will inevitably lead to.
With the popularity of Dong Yuhui, Oriental Selection has still entered the strange circle that live broadcast sales will inevitably fall into in the past. Yu Minhong still did not get rid of his previous fate.
He wanted to create a Dongfang Selection that was completely different from traditional live streaming, but Dongfang Selection turned out to be what he least wanted to see.
二
Dong Yuhui and Oriental Selection's "little composition" incident is direct proof of this phenomenon.
It can be said that this incident has allowed us to see the harsh reality that Oriental Selection has begun to enter the traditional sense of live streaming.
For Dongfang Selection, if this problem is not solved, then it will inevitably be lost to everyone.
Facts have proved that Yu Minhong relied on his accumulation in business to relatively safely solve the problems between Dong Yuhui and Oriental Selection, and put the development of Peer with Hui and Oriental Selection on the right track.
However, although the problem of Dong Yuhui and Dongfang Selection has been solved on the surface, Yu Minhong still has not carried out his understanding of live streaming and the transformation of live streaming.
Whether it is Dongfang Selection or Traveling with Hui, it is still developing according to the logic of live streaming in the traditional sense. It is still a transfer station for traffic and an amplifier for e-commerce.
Although they can develop temporarily by relying on their own traffic, and although they can continue to achieve certain growth by relying on existing traffic, they will have to wait until the traffic peaks, especially when consumers are tired of such an approach. , they will still fall into the strange circle that Wei Ya, Li Jiaqi and Luo Yonghao will inevitably fall into.
For Yu Minhong, perhaps this is not the reason why he did Dongfang Selection, and it is even more impossible to realize his positioning of Dongfang Selection as the new future of New Oriental.
can only break away from the existing live streaming model and truly use new business logic to build Dongfang Selection. Dongfang Selection will not fall into the cliche of live streaming and selling products. Dongfang Selection will not only be a money-making tool, but turned into a sustainable business.
And this is what Yu Minhong really wants to achieve through Oriental Selection.
Unfortunately, Oriental Selection has still fallen into the vicious circle of previous live broadcast sales. It relies too much on a certain Internet celebrity. It overemphasizes its role as a traffic transfer station, but cannot find a solution to the current live broadcast sales. Dilemmas and Problems Ways and Means.
When Oriental Selection enters such a strange circle, not only will it not be able to truly solve Yu Minhong's dilemma, it will even affect Yu Minhong's strategic planning to some extent.
Perhaps, this is the fundamental reason why Yu Minhong stated earlier that Oriental Screening was also a mess.
From this perspective, this is also Yu Minhong’s inevitable fate.
He wanted to change the live streaming of goods, but he had to go into the dead end of live streaming.
三
In fact, Yu Minhong is right.
’s current live broadcast is indeed undergoing a profound and comprehensive change.
If we summarize and define such a change, the redistribution and integration of traffic and the reshaping and reconstruction of the ecosystem surrounding live streaming, is undoubtedly the most worthy of our attention.
In the past, when talking about live streaming, the first thing we thought of was the abundance of traffic. The first thing we thought of was the rise of one internet celebrity anchor after another.
However, behind such a phenomenon is actually the concentration of traffic again and again.
For every player who has made a difference in live streaming, they are all players who have achieved traffic concentration, and all of them have become traffic concentration players.
Wei Ya and Li Jiaqi are like this, Luo Yonghao and Xiao Yang are like this, and Oriental Selection is also like this.
However, when traffic is concentrated in the hands of a few leading players, it cannot bring about healthy development of the entire ecosystem. The same is true for
for large traffic platforms.
Therefore, in order for large-scale traffic platforms to release new vitality in the future, traffic will inevitably need to be redistributed and reconstructed.
As a result, we have seen more and more traffic platform giants begin to support new Internet celebrities and new traffic bodies in one way or another.
It can be said that when new Internet celebrities begin to appear and new traffic entities begin to be born, the vitality of large-scale traffic platforms can be activated to the maximum extent. For the entire traffic platform,
is the one that maximizes the benefits.
Therefore, for a traffic entity like Dongfang Selection, it is only temporary. To achieve sustainable development, it is necessary to break out of such a model and find new development opportunities by separating from traffic. The reason why
Oriental Selection will cultivate different Internet celebrity anchors instead of just putting all traffic in the same basket is based on this consideration.
From this perspective, Yu Minhong is correct.
However, Yu Minhong did not want Oriental Selection to develop into this, but Oriental Selection has become what he least wants to see.
Dong Yuhui's popularity is proof of such a phenomenon.
It can be said that when Dong Yuhui became popular on the first day, it almost announced the failure of Oriental Selection to adapt to the general trend of traffic redistribution and integration.
So, when Dongfang Selection began to adjust such a direction, the "Small Composition" incident occurred.
In addition to the redistribution and integration of traffic, live streaming is also undergoing a new evolution to enrich and improve oneself. If
summarizes and defines such a new evolution, it is no longer just a "transit station" for matchmaking and intermediary, no longer just a "transceiver" for traffic, but has become an existence throughout the development of the industry. , but to become an existence that completely connects the upstream and downstream of the industry, which is undoubtedly another evolutionary direction.
For any player who sells live broadcasts, only by creating a full link covering the upstream and downstream of the industry, and only by truly realizing the connection between the front-end traffic of the industry and the back-end industry, can it achieve sustained and long-term development.
Regarding Oriental Selection, we have also seen this.
Therefore, it has invested in a series of upstream manufacturers, and it has created a logistics system that is complementary to live broadcast delivery.
After all, Yu Minhong hopes that Oriental Selection can cater to the new evolutionary direction of live streaming and achieve new development in the new development stage.
Whether it is the express delivery service launched by Oriental Selection or the industrial chain invested by Oriental Selection, both are direct manifestations of such a phenomenon.
However, when Oriental Selection fell into the conventional live-streaming style of selling goods in the past, what we saw was that it focused more on the front-end and ignored what Yu Minhong planned and should spend more effort to build. rear end.
When such a development model begins to move into the live streaming model in the ordinary sense, Oriental Selection will inevitably fall into the same predicament that other players will fall into.
Yu Minhong wanted to escape from the predicament, but he never escaped.
Conclusion
Yu Minhong did not want Dongfang Selection to become what it is today, however, Dongfang Selection has become what he does not want to see.
For Yu Minhong, he still cannot escape the fate that almost all live broadcast players have tried to escape but have never been able to escape.
However, we have never been able to offset Yu Minhong’s attempts to explore new models of live streaming and his profound insights into business. For
, for live streaming, perhaps only by following the development direction set by Yu Minhong for Oriental Selection, and constantly getting rid of the extreme dependence on traffic, and constantly getting rid of the reality of just acting as an intermediary, can we achieve long-term and sustainable results. development of.
Only in this way, Oriental Selection is not just a life-saving straw for Yu Minhong to lead New Oriental out of difficulties, but truly becomes a golden key that can open the door to new development for New Oriental.
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Author: Meng Yonghui, senior writer, columnist, industry observer, well-known kol, and digital economist.
